SUPERZOO Preview: Premium Foods

In a world where pets have become family, owners are continuously looking for the best food options that check off multiple values on their lists. Starting with quality, ingredients and affordability, pet owners strive for peace of mind when choosing what to feed their furry companions. Year after year, premium food brands upgrade, expand and strengthen their food lines to ensure pets are receiving full nutritional benefits with each serving. These companies are hopeful that their hard work will show as they get ready to exhibit at this year’s SUPERZOO.

“It is a wonderful opportunity to meet with retailers that we have had great partnerships with while being in a more controlled environment,” said Rob Downey, President and CEO of Annamaet Petfoods. “Our booth allows them to come to us, which is more efficient than going to visit them store by store. You also get to meet with new retailers that you might not have access to otherwise. It is a big investment, so you must make sure you have an eye-catching booth that is well staffed, as well as having something new and exciting to attract customers.”

“This will be Open Farm’s 10th year exhibiting at SUPERZOO, and we’re proud to continue participating in an event that’s been the cornerstone of the pet industry for decades,” said Chief Sales Officer Amy Horton. “SUPERZOO remains an essential investment for Open Farm because it brings together the people who are truly shaping the future of pet—brands, neighborhood pet retailers and thought leaders alike. Each year, we treat it as an opportunity to strengthen our relationships with neighborhood pet retailers, showcase our latest innovations and share our mission-driven approach to pet nutrition. We come prepared with a cross-functional team and a clear focus on aligning every touchpoint, from our booth to our meetings, around what matters most to pet parents: delivering premium nutrition with a commitment to animal welfare, sustainability and transparency.”

“We have been attending SUPERZOO since 2014 and started exhibiting in 2015,” said Portland Pet Food Founder Kate McCarron. “This is one of the premier independent pet tradeshows, and it is important for us to exhibit to meet with new and existing customers from retailers to distributors. In addition, it provides an opportunity to meet in-person with our business partners and interact with other vendors. It is a large investment to exhibit, and we prepare months in advance by developing new products, creating new educational materials for our retailers and creating a promotional incentive to try our products or expand SKUs.”

“This is an exciting time for us as we launching two new products at the show! We have a new dog meal formulated with US lamb and a new variety pack,” McCarron added.

“As one of the most influential events in the pet industry, SUPERZOO continues to be a valuable investment for NutriSource because it offers a concentrated opportunity to connect directly with our retail partners, showcase new innovations and reinforce our commitment to independent pet stores,” said Shopper Marketing Coordinator Allison DeLisle. “It’s not just a tradeshow; it’s a chance to build relationships, listen to the needs of our customers and share what sets our brand apart. Each year, we prepare months in advance to ensure our presence at SUPERZOO reflects our values and strategic goals.”

“For more than 20 years now, Petcurean has been thrilled to attend SUPERZOO!” said Victoria Byrne, Field Marketing Specialist at Petcurean. “As North America’s largest pet retail event, it continues to be a top priority for our team as we learn about new trends, strengthen industry connections, and of course, showcase our latest innovations. Each year that we attend SUPERZOO, we gain valuable industry insights and feedback on our offerings that allows us to continue to be leaders in the premium pet food space. We make the most of our time at SUPERZOO by scheduling as many meetings as we can ahead of time, participating in networking events and spending a lot of time on the show floor, connecting with current and potential retail and distributor partners.”

SUPERZOO organizer, World Pet Association (WPA), outlined what the weeks leading up to the tradeshow are like. “It’s a mix of anticipation and adrenaline,” said SVP Mike Karsting. “Even though each show is more than a year in the making, the final stretch is where all of that planning and preparation kicks into high gear. It’s truly an all-hands-on-deck moment for the WPA team. We’re nailing down the final logistics, making last-minute adjustments and ensuring every detail is aligned to create a truly special experience for attendees and exhibitors alike. There’s also a real sense of excitement in the air, especially knowing what’s waiting on the other side: the reunions, the product reveals, the new connections. It’s a thrill for returning attendees, and for first-timers, it’s the start of something big for their business. That energy drives us to give it our all.”

WPA emphasized the positive impact the show has on attendees and exhibitors. “At its core, SUPERZOO exists to help people do business. It brings the entire pet industry together under one roof, so retailers and manufacturers connect in person and have those meaningful conversations that aren’t possible over email or the phone,” said Karsting said. “Attendees walk away with new items for their stores, exclusive deals and contacts they wouldn’t have made anywhere else. Exhibitors leave with orders for the products they debuted here, stronger customer relationships and market feedback. The impact is immediate, but it also stretches far beyond the show floor. The innovations and insights that will shape pet retail in the months ahead get their start at SUPERZOO.”

Taking a closer look at what attendees can expect to see at these companies’ booths, manufacturers are focused on educating visitors about their latest products and innovations. “At SUPERZOO this year we are proud to be introducing Annamaet Feline Lean, a weight control diet for cats we have been working on for about 10 years,” said Downey. “Our focus was to make a formula with a high meat base and great palatability. As you know, obesity is the number one health problem in pets today, just like it is in humans. Currently in the US approximately 61 percent of cats are either overweight or obese. With a better educated pet parent, better researched products like Annamaet Feline Lean will generate a lot of attention.”

“Annamaet Petfoods’ mission hasn’t changed since we started in 1986; to provide optimum nutrition backed by real science to maximize the health and well-being of dogs and cats worldwide, all while maintaining a responsibility to the environment and our natural resources. What has changed is the consumer landscape. Pet parents are now more educated and intentional, with rising demand for companies focused on sound nutrition and environmental responsibility. About 97 percent of the people in the US now consider their pets to be an essential part of the family, this phenomenon is called the humanization of pets. These evolving preferences have aligned perfectly with Annamaet’s mission from the start, putting us ahead of the curve rather than chasing trends,” Downey continued.

“At this year’s booth, attendees will get a first look at several exciting innovations launching this August, along with our latest additions across core categories. We’ll be introducing three new treats that reflect strong trends in the category—from species-specific formats to regenerative sourcing to minimally processed, high-protein snacks that align with what pet parents are seeking today,” said Horton with Open Farm. “We’ll also be highlighting recent launches like our Epic Blend high-protein superfood formula for dogs and our expanded gently cooked line, which taps into the fresh food space and the continued humanization of pet nutrition. Our team will be on-site to share insights, answer questions and help neighborhood pet retailers find the right fit for pet parent’s needs.”

“We have been committed to healthy human grade meals and treats for dogs and cats. Traceability is a key component of our mission and why we have always sourced from US suppliers. I tend not to get caught up in the trends and stick to our original mission of providing healthy palatable pet food and treat solutions. We spent a considerable amount of time preparing for our new meal launch and identifying suppliers that are in the US to push our mission forward this year,” said McCarron.

“FirstMate has long been a leader in the solutions-based category, which remains critical to the success of independent pet retail,” said Matt Wilson, General Manager, Sales and Marketing at FirstMate Pet Foods. “Many pet parents first turn to independent stores when their pet has a nutritional need that requires personalized guidance and a specialized diet. Today’s consumers are increasingly looking for high-quality, purpose-driven diets that also offer strong value. This combination of nutritional integrity and affordability drives both our current offerings and our future innovation, ensuring independent retailers remain a growing force.”

“FirstMate has been exhibiting at SUPERZOO since 2008. SUPERZOO continues to be a valuable investment due to its consistently strong attendance across vendors, distributors and retailers,” said Wilson. “The show’s location and format create excellent opportunities to reconnect with existing partners, initiate new conversations and build relationships beyond the show floor. Each year, we prepare thoroughly with a focus on booth presentation, product launches, special promotions, and most importantly, pre-scheduled meetings and dinners to ensure we make the most of the event.”

The current trends circulating the industry continue to play an integral role in this year’s tradeshow. “We continue to see strong momentum behind the humanization of pets—something we anticipated last year and expect will remain a dominant force. Pet parents are making more intentional choices, looking for health-forward, minimally processed options that mirror the way they shop for themselves,” said Horton. “Sustainability also remains a cornerstone, not just for Open Farm, but for the entire category. Today’s pet parents are asking deeper questions about sourcing, transparency and environmental impact. That’s why we’re proud to bring innovations to market that prioritize both pet health and planet health, including new formats that feature regeneratively sourced ingredients and alternative proteins. At SUPERZOO, we’ll be showcasing developments that build on those values, offering exciting new ways to meet pet parents where they are in their journey and help neighborhood pet retailers differentiate on the shelf.” 

“As an exhibitor with a small staff, I find it difficult to attend many of the educational sessions. I will be most interested in learning about tariffs this year and how others are navigating the new relations on organic labeling. I believe functional ingredients, transparency and sustainability will be a focus. Water cooler topics could be the impact of AI on the industry,” said McCarron.

“At Petcurean, we are dedicated to helping pets live happy, healthy and long lives. This philosophy helps to guide our nutrition strategy more than any particular consumer trend. With that being said, we are always listening to consumer feedback and taking into account industry trends. Ultimately, we want our products to fulfill a need within market demand. We know that pet parents want to give their pets premium recipes that offer both functional and nutritional benefits, and that are tailored to the individual needs of the pet. We also recognize that consumers are looking to elevate mealtime by offering their pets a mix of high-quality formats—from dry kibble to wet food to toppers and more. Each of the products that we are proud to showcase at this year’s SUPERZOO will reflect these insights, and we’re excited to see how these innovations will continue to drive the premium pet food category forward,” said Byrne.

“SUPERZOO continues to be one of the best places to take stock of where the industry is today, and where it’s going,” said Horton. “We’re especially looking forward to conversations around how brands and neighborhood pet retailers are navigating today’s shifting landscape. We expect key themes this year to include wellness, sustainability, personalization and subscription-based models, all of which align with how modern pet parents are shopping. Functional food continues to gain traction, and rising cat ownership is fueling demand for more thoughtful feline innovation. These shifts are influencing not just what we make, but how we bring it to the market. We’re excited to contribute to the conversation, share how we’re adapting, and learn from others doing the same.” 

“Each year, SUPERZOO offers a valuable pulse on where the industry is heading, and 2025 is no exception,” said DeLisle. “I’m especially looking forward to exploring the New Product Showcase, which always brings fresh ideas and creative solutions to the forefront. It’s an inspiring space to see how brands are innovating to meet changing consumer demands. This year, I anticipate continued momentum around functional ingredients, like pumpkin, goat milk and other nutrient-rich additions that support digestive and immune health. Functional treats are likely to keep trending, as pet parents look for ways to add value to every interaction with their pets.”

“I’m also expecting an even stronger emphasis on sustainability, with packaging innovations, supply chain transparency, and earth-friendly practices taking center stage,” said DeLisle.

“Attendees will learn that Annamaet continues to produce exciting innovative new products that are based on our continuing work in nutrition and our true passion for pets. Having two nutritionists on staff provides a great checks and balance system to provide cutting edge new formulas that have gone through thorough research and development procedures. We believe this dedication is what defines the premium pet food category, and it’s what sets Annamaet Petfoods apart,” said Downey.

“We hope attendees come away with a deeper understanding of how the category is evolving—not just in terms of quality, but in the values that define it. Premium today means more than high-end ingredients; it means being transparent, thoughtful and accountable to pets, people and the planet. That’s where Open Farm continues to lead. Our approach combines uncompromising nutrition with a strong commitment to animal welfare, sustainability and transparency. We also want to reinforce the vital role of neighborhood pet retailers in this category. As trusted advisors to pet parents, they’re central to how we grow and deliver impact, and we’re deeply committed to supporting them with products and programs that stand out. Ultimately, we want attendees to see that Open Farm isn’t just participating in the future of pet; it’s helping to define it,” said Horton.

“Listening to our community is a huge part of how we keep things fresh, and this year’s show reflects that,” said XX. “We heard loud and clear that people wanted more organic networking moments, so we’ve introduced a brand-new event at Swingers Mini Golf in Mandalay Bay. It’s an invite-only mixer that pairs retailers with emerging brands in a fun, relaxed setting. We’ve also shortened education sessions on the show floor to 15 minutes to allow for more conversation and connection. That’s part of an overall revamp of our education program to offer a more streamlined schedule, making it easy for our attendees to get to the sessions that interest them.”